every marketer needs an enemy
Post on 20-Jun-2015
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EVERY MARKETER NEEDS AN ENEMY
In the early 2000’s Audi was not a desired luxury car
They decided to REBRAND, to become COOL.
Their first step was to make an ENEMY
Scott Keogh - CEO of Audi
“To have effective positioning, YOU NEED TO MAKE AN ENEMY”
Audi’s Enemy: Old Luxury
Audi’s Enemy: Old Luxury
“Our ENEMY is staid, archaic, old school luxury” Scott Keogh - CEO of Audi
Did it work?
???
Audi is now the number
luxury brand
132
It generates 50% of all Volkswagen Profits
Audi isn't the only brand that knows their enemy
In 1984 Apple Had An ENEMY
Nike hates LAZINESS
“In search of clarity and direction, one’s enemy is the best teacher” Dalai Lama
An Enemy keeps you
An Enemy makes you a BETTER COMPETITOR
An Enemy shows why you’re DIFFERENT
What is YOUR enemy?
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